Seventy percent of smartphone users watch short video clips daily
Parks Associates today announced research showing that more than 70% of U.S. smartphone users watch at least one short streaming video clip every day. Parks Associates’ survey 360 View: Mobility & the App Economy shows consumers are embracing many new use cases as their smartphones become more intelligent and multifunctional. Voice calls and texting are still the dominant activities, but 80% of smartphone owners use social networking apps at least once a day and 35% spend an hour or more on this activity.
“Consumer appetite for mobile data is very strong, but currently most subscribers use less than half of their allotted data, while those with high data plans use even less,” said Harry Wang, Director, Health & Mobile Product Research, Parks Associates. “For mobile operators, pushing consumers to sign up for a bigger data plan will have its limits. More and more consumers will start to compare payment to data usage and discover that they are eating a small portion but paying the price of a family-sized meal.”
According to Parks Associates, more than 20% of smartphone users spend more than 30 minutes each day watching short streaming video clips (such as YouTube clips or music videos). More than 40% of smartphone users watch long streaming videos at least once a day (such as movies or complete TV shows), and the majority of them spend more than 30 minutes per day on this activity.
Parks Associates analysts note that mobile operators will continue to explore new and novel strategies to attract mobile data subscribers. “AT&T is looking to leverage its acquisition of DIRECTV to build its mobile data business by re-introducing its offer of unlimited data as a reward to customers who sign up for the satellite TV service,” Wang said.
Data sharing continues to play a big role in mobile app usage, Parks Associates says. Roughly one-half of U.S. smartphone owners with a limited data plan share data between multiple devices, and 87% of them share data among multiple smartphones.
360 View: Mobility & the App Economy tracks mobile consumer loyalty, subscriber expectations, and trends in mobile data consumption and Wi-Fi usage, as well as the impact of new mobile service programs on mobile consumer loyalty. The survey also identifies market shares for brands and operating systems and the impact of these on consumer behavior and attitudes.
To schedule an interview with Harry Wang or to request specific data, contact Holly Sprague at hsprague@gmail.com, 720.987.6614.
About Parks Associates
Parks Associates is a global research, consulting, and marketing firm with 40 years of experience delivering proprietary consumer data and industry insights for businesses. The firm produces market research reports, forecasts, surveys, and competitive business intelligence on connected consumer, small business, and commercial technologies and related business solutions. Parks Associates provides custom research, strategic consulting, and forward-looking analysis across connected home, small business, and commercial markets, including security, smart home, broadband, entertainment, energy, multifamily, smart buildings, connected health, and emerging AI-driven technologies.
Parks Associates supports industry growth through proprietary research, consulting, and executive networking and convenes thousands of leaders each year through its flagship conferences, including CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. Learn more at https://www.parksassociates.com.
Follow Parks Associates on LinkedIn, Facebook, and Instagram.
